Photo Credit: Yvette de Wit
Hive secures a $27 million investment from Frontier Growth to scale its marketing platform built for live events that has already served 1,600+ venues.
Hive, the event marketing platform built for the live events industry, has announced a $27 million Series B from Frontier Growth. The capital will accelerate Hive’s product roadmap, deepen its ticketing and data integration, and expand its presence across the live events market globally.
Founded in 2014 by Ian Roberts and Patrick Hannigan, Hive is a Y Combinator alumnus built around the needs of event organizers. Today, more than 1,600 venues, promoters, and festivals use Hive to connect fan purchase data with email, SMS, advertising, and CRM tools. The platform has helped its customers generate more than $1 billion in ticket sales.
Hive addresses a persistent challenge in live entertainment: ticketing and marketing data often sit in separate systems, making it difficult to reach the right fans and measure which campaigns effectively sell tickets. Unlike general-purpose marketing tools, Hive is built around live-event data, helping teams target campaigns by show, market, on-sale timing, and audience segment.
Its 40-plus ticketing integrations, including Ticketmaster, AXS, Eventim, Etix, Tixr, and DICE, bring ticket buyer and event data directly into the platform, enabling teams to build audiences based on purchase history, location, artist, and genre to generate targeted email, SMS, and meta campaigns.
This gives event organizers a clearer view of revenue alongside engagement metrics such as open, clickthrough, and conversion rates. In one published customer case study, ASM Richmond generated more than $500,000 in sales linked to email marketing during its first three months using Hive.
“Live events have always been a data problem disguised as a marketing problem,” said Ian Roberts, CEO and co-founder of Hive. “For more than a decade, we have built the infrastructure that connects ticket buyers to the people putting on the show. Frontier Growth understands what we have built and where we are headed, and this partnership gives us the resources to bring that vision to every corner of the live industry.”
“Hive has established a strong position in live events with products that are central to how its customers sell tickets, supported by proprietary data and emerging network effects,” said Andrew Lindner at Frontier Growth. “The live events market is large, underserved by generic tools, and moving quickly toward automation. Hive is positioned to lead that shift, and we are excited to partner with Ian and the team as they scale.”
The next phase of Hive’s product roadmap will build on that foundation with AI-powered assistants that aim to go beyond simplifying manual workflows by providing tools that empower busy event teams to get work done faster. Planned investments will focus on simplifying branded campaign preparation, reducing repetitive tasks, and helping teams act on data insights to drive ticket sales, while keeping organizers in control of their voice and fan relationships. Hive will also expand its ticketing, data, and advertising integrations.
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